Our promotional strategy went like this:

• A steady rhythm of informative Twitter and Facebook updates
• Mailing list blitzes at the start and the end of the fundraising period
• A gentle progress update to the mailing list mid-way - a great chance to highlight any particularly impressive media coverage
• Seeking relevant online media postings about the project throughout the timeline

A well planned and balanced promotional strategy will help you avoid the dead zone in the middle of your Kickstarter campaign (pictured below).